2023 | Professional

MUSE Design Awards Gold Winner

Conceptual packaging design of Shede Year of the Rabbit wine

Entrant Company

Beijing Wuyao Cultural and Creative Co. Ltd.

Category

Packaging Design - Wine, Beer & Liquor

Client's Name

Shede Spirits Co. Ltd.

Country / Region

China

Based on the four generations of wine bottles, the two bottles are painted with different pictures about the Year of the Rabbit. The first bottle is a picture of the joy of everyone sitting together for a reunion dinner in the Year of the Rabbit. The green trees and strange rocks make the rice fragrant, the jade rabbits smell the wine joyfully, and the fireworks bloom in the air, which is intended to express the Chinese New Year culture in a light way. The other bottle is a relatively imaginative picture. Clouds and mists hover over the heavenly palace. The rabbit symbolizes immortality, and the beautiful koi symbolizes more than one year after year. It shows the excitement of the Year of the Rabbit in a more ingenious way.



The bottle body is colored with gold and red. Red is the life color of Chinese people, and it also brings a sense of happiness. Gold is a symbol of the quality of the wine. The glass material of the bottle body is even more colorful for this design, which can gild the red background.



The outer packaging box is made of acrylic material. Its cylindrical shape not only makes it look like a lantern, but also looks like a treasure box. The traditional Chinese pattern is used as the button to open the treasure box. After opening the treasure box, two bottles of mellow wine appear in front.

Credits

Original designer
Wu yao
Graphic designer
Zheng ziyang
Illustration designer
Zhang yuchen
3D designer
Liao hao
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